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188

February 2016
Tourism
UNWTO

Information in
on Accessible
Recommendations
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Copyright 2016, World Tourism Organization (UNWTO)

UNWTO Recommendations on Accessible Information in Tourism

Published by the World Tourism Organization (UNWTO)

All rights reserved.
Printed in Spain.

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Citation: World Tourism Organization (2016), Recommendations on Accesible information in Tourism, UNWTO, Madrid

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UNWTO Recommendations
on Accessible Information in
Tourism
Adopted by the Resolution A/RES/669(XXI) of the General Assembly
of UNWTO as a follow-up to the
Recommendations on Accessible Tourism for All of 2013

Recommendations developed with the support and collaboration of the ONCE

Foundation for Cooperation and Social Inclusion of People with Disabilities and
the European Network for Accessible Tourism (ENAT).
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I.
Introduction
Private companies and public sector
stakeholders in tourism must deliver
accurate, relevant and timely information to
its customers, prior to, during and even after
the journey. Ensuring accessible information
is without any doubt a key to communicating
successfully with visitors in all of the stages
of their journey.
In the 21st century, the Information Society
has experienced a breakthrough in instant
communication through digital media. With
new, mobile technologies, destinations and
providers can reach wider audiences and
provide tourists with access to larger amounts
of information and also personalised content.
This information is more agile and allows
customers to compare different offers and
4 UNWTO Recommendations on Accessible Information in Tourism
services, thus providing them with greater
autonomy in their decision-making.
However, these new communication systems
may exhibit features that reduce access to
information for a large number of people,
especially those with visual, hearing, mobility
or cognitive impairments. Tourist information
needs to be designed based on the principles
of Universal Design in order to maximise its
ease of use by as many people as possible
and in varied environmental conditions and
situations. This applies equally to print media,
graphics and digital communication formats.
No one should be excluded from participating
in tourism activities because of poorly
designed information tools and systems, as
this also implies being excluded from the
opportunity of living an independent life.
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Beyond the aspect of design, there is a
persistent lack of information regarding the
accessibility of tourism facilities and services.
Even when such information is provided,
its reliability tends to be questionable at
times. Accurate and updated information
concerning accessible products, services
and facilities should be systematically
collected and made available so as to enable
customers to proceed with the booking and
purchase of the whole itinerary and related
services in real time.
Good information design is also good for
business. Many studies have revealed
that the accessibility and ease-of-use of
websites, in terms of navigating content,
finding and reading information, can have
a decisive effect on conversion rates, i.e.
more customers making an enquiry or a
purchase.

Customers need to have the full confidence

that their selected solution comes with the
necessary end-to-end support, assistance
and infrastructures in place which actually
make it possible for them to travel, without
being obliged to approach intermediaries to
complete their journey.

UNWTO Recommendations on Accessible Information in Tourism 5

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II.

Using this document

The recommendations suggested in

this document stem from the general
Recommendations on Accessible Tourism
for All, adopted by the UNWTO General
Assembly in 2013.

The present specific recommendations

are intended to familiarise national tourism
administrations, tourism boards, destination
management organisations, as well as travel
and tourism enterprises with the general
principles concerning accessibility criteria in
their information provision and the application
of different techniques and formats to meet
the principles of Universal Design.

Tourism stakeholders are advised to read the

entire set of recommendations in order to
have a complete overview of the subject and
consider undertaking adequate measures
within their respective sphere of influence.

6 UNWTO Recommendations on Accessible Information in Tourism

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III.

Guiding principles related to Universal In order to meet the requirement of Step A,

Design of customer information and i.e. perceptible information, designers must
communication take into account the range of customers
abilities, including learning difficulties and/
When designing information and or cognitive, hearing, visual, mobility, and
communications materials for tourists it is dexterity impairments. For the next steps,
important to bear in mind how customers will B, C and D, it is important to consider the
actually find the information that is relevant layout, style and content of the information,
to them. Four steps can be identified, as as described in the following sections.
follows:

Step A - Perception: Customers use their

eyes, ears or sense of touch to perceive
content.

Step B - Discoverability: Customers find the
information they want.

Step C - Understanding: Customers interpret
and understand how to use the content.

Step D - Use: Customers decide how to use
and act on the content that is presented.

UNWTO Recommendations on Accessible Information in Tourism 7

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IV.
Delivering information on accessibility
Besides considering how information
needs to be presented to be accessible
for all visitors, there are important features
regarding what kinds of information are
required and how it should be delivered.
The following five elements are key to
providing accessible information, so as to
give tourists confidence in the information
they obtain:
1) Include information regarding accessibility
of the infrastructures and services where
possible or provide a reference where that
information can be found;
2) When providing promotional material or
information about services or procedures,
provide a point of contact in order to enable
the reader to obtain more information,
including personalized messages;
8 UNWTO Recommendations on Accessible Information in Tourism
3) Make sure the information is consistent
across all media and channels of
communication, including information given
online as well as in person by staff, either on
site, by telephone or by email;
4) It is highly advisable to train information
managers in the specific techniques that are
indicated in these recommendations and,
when procuring websites, ICTs and other
related services, to require that technical
staff have the required knowledge to deliver
accessible services; and
5) Make sure the content is up-to-date,
given that out-of-date content will undermine
the quality of the surrounding information
and it may compromise the safety and
comfort of visitors.
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A. Printed material
Printed material in tourism focuses on
promotion, information about services
such as menus or procedures and other
contents. It is still very common, despite the
extremely rapid growth of the use of ICTs in
the sector in the last decade. The following
recommendations increase the legibility
and readability of any document, which
benefit the customers ability to perceive and
discover the content that is relevant to them.
i) Layout
Present the information in an organized
structure, using short sentences or one
idea per sentence;
Use a simple and clear language. Avoid
technical language or abbreviations so
that the information is easy to understand
by a larger number of the intended
UNWTO Recommendations on Accessible Information in Tourism
audience, including people who are not
native speakers of the language;
Justifying text adds extra spaces
between words and makes it harder to
read, therefore it is preferable to align text
with the left margin and set all the text
horizontally (depending on the language);
Avoid splitting words between two lines;
If text is placed in columns, ensure that
there is adequate spacing between the
columns;
Leave enough space between lines as
closely spaced text is hard to read; and
Use white space to separate blocks of
information so the information appears
clearly and easy to read.
9
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ii) Fonts
Use a minimum of 12-point size font, with
a recommended size of 14 points.
Sans-serif fonts have plain endings.
They do not have the flared extensions,
strokes, or other kinds of ornamentation
and therefore they are easier to read
than serif, decorative, fantasy or cursive
fonts.
iv) Alternative formats
iii) Contrast and colour
Text is much easier to read when there
is sufficient contrast between the text
and the background. Black text on white
or yellow is best; if using white text,
the background colour should be dark
enough to provide sufficient contrast;
10 UNWTO Recommendations on Accessible Information in Tourism
Contrast is best when using very dark
colours together against very light colours;
A plain background is better than a
patterned one. Placing text in front of an
image or patterned background makes it
more difficult to read; and
Avoid printing on glossy materials that
make the text difficult to read.
Consider developing the printed material
in alternative formats such as: Large Print
(prepared with a font size that is 16 to 20
points or larger), Braille or audio format;
Consider providing Easy-Reading
material, which is suitable for people with
learning difficulties (and also people with
limited knowledge of the language);
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Including a QR or BIDI code (quick
response bar codes used to provide
easy access to information) on printed
material allows customers to access the
information through different channels,
using devices like smartphones or tablets;
Organisations should be open to work
with persons requesting the information to
determine their needs and an appropriate
format or support within their capacity to
provide it; and
If general information should be provided
free of charge, accessible formats should
also be free. If an organisation charges
people for the information, they shouldnt
charge more for the accessible version.
UNWTO Recommendations on Accessible Information in Tourism
B. Digital documents
Digital documents are used to convey a large
amount of information in the tourism sector. From
any document sent by email, travel brochures or
tickets, to downloadable documents in tourism
websites, it is important to ensure people know
what they are downloading and that the content
is usable and accessible.
Besides the recommendations that apply for
printed documents, there are some useful
recommendations for digital documents. These
recommendations also apply to documents
made in different formats, including Microsoft
Office Documents and Adobe Portable
Document Format, among others.
Apply styles to the text such as heading
and titles in order to create a structured
document. A good heading structure should
follow a logical order such as Heading 1 then
Heading 2;
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Where images or pictograms are used,
include content in text format. This is
crucial for accessibility as it can be
transformed into sound through the voice
synthesizers in screen readers;
Use pre-set formats, such as bullet points,
numbering and tables to format and
structure your document. This makes it
easier to navigate;
Consider not using columns if it isnt
necessary. Older screen readers would
read the text on the page left to right as if
it were linear, causing text to be read out
of order;
Use the images rationally, make them
add information to the text. They must
be placed in a coherent place avoiding
random images that interrupt the flow of
12 UNWTO Recommendations on Accessible Information in Tourism
the text and make it hard to follow. There
should also be some space between the
text and the image;
For images, diagrams or charts, include
a written description as alternative text.
This allows the images to be accessible
by giving a description of what the image
is displaying. This is useful when images
are unavailable, for example, if the device
isnt capable of displaying the image or
if the customer has a visual impairment.
Alternative text should serve the same
purpose and convey the same meaning
as the image;
Instead of using Click Here use, for
example, insert the name of the document
or subject of the page the hyperlink is
linked to;
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Dont use colour alone to convey meaning
(for example, highlighting text to show
its importance). Use descriptive text or
symbols instead; and
All downloadable documents should have
a summary provided in HTML, as well as
details on the documents format and file
size.
C. Audio-visual content
Audio-visual content may appear in various
forms in tourism sector information. These
can include an introductory video to an
attraction, an audio or video guide in a
museum or illuminated display panels to
give announcements in transport vehicles or
passenger terminals.
UNWTO Recommendations on Accessible Information in Tourism
By following these recommendations,
an organisation makes sure that it does
not exclude information from those who
cannot see, hear or play it by providing
multimedia instruments that meet the various
requirements for perceptible information:
Provide captions for multimedia, so that it
can be understood by all your customers
regardless of the volume the multimedia is
played at;
Where captions are not provided, provide
transcripts for the multimedia; this can be
provided either on the same page or as a
link to a transcript on a different page;
Consider including a pop-up window in
a video with an interpreter or hiring an
interpreter at an event;
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Include audio description versions of the D. Websites

video to make it accessible to a blind
audience; Internet and Web technology play an
extremely important role in tourism as they
Share the videos in a specific link where provide access to a greater number of
they can be watched with other displays. tourism products and services from different
Supply a link to a standalone version; parts of the world, from virtual travel agencies
or booking sites to information about tourism
Offer different download sizes of digital facilities.
files. Information on the file size should be
included on the page; The accessibility of Web content can be
achieved by compliance to international
If a large percentage of your target market standards described in Web Content
does not speak the language of the video Accessibility Guidelines1.
as a first language, provide content in
other languages where applicable; and The 12 guidelines suggested below,
organized in four principles, should be
When made for individual use, provide followed in the development of any web page
controls to skip, pause or stop the or web application (including text, images,
presentation. forms and sounds). Websites should be:

1. Web Accessibility Initiative World Wide Web Consortium (W3C), Web Content Accessibility Guidelines Working Group (WCAG WG) Web Content Accessibility Guidelines (WCAG 2005,
updated in 2012,) available at WCAG 2.0 at http://www.w3.org/WAI/intro/wcag

14 UNWTO Recommendations on Accessible Information in Tourism

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Perceivable: usable regardless of a customers
ability to see, hear or touch
Provide text alternatives for non-text content.
Provide captions and other alternatives for
multimedia.
Create content that can be presented
in different ways, including by assistive
technologies, without losing meaning.
Make it easier for users to see and hear
content.
Operable: usable forms, controls and navigation
Make all functionality available from a keyboard.
Give users enough time to read and use
content.
Do not use content that causes seizures.
UNWTO Recommendations on Accessible Information in Tourism
Help users navigate and find content.
Understandable: content and interfaces are
clear and easy to understand
Make text readable and understandable.
Make content appear and operate in
predictable ways.
Help users avoid and correct mistakes.
Robust: content can be used reliably by a wide
range of devices
Maximize compatibility with current and future
user tools.
For each guideline, there are testable success
criteria, which are at three levels: A, AA, and
AAA. It is recommended to reach level AA in
public web pages.
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E. Apps F. Self-service Terminals and Mobile/Smart

Devices
Tourism apps are software applications
running on a mobile device. They have been There is a wide range of tourism information
gradually gaining ground over websites, that is offered to tourists by means of public
especially to deliver different mobile services access terminals. Public access terminals
or provide information about transports or include information kiosks, ticket vending
destinations. Companies and organisations machines, information displays (e.g. flight
in general have been quick to distribute their information) and point-of-sale customer card
own Apps to offer or advertise their services to payment systems among others.
the consumer. Some apps provide orientation
systems to help the tourist navigate a building These terminals allow visitors to carry out
or a city, and they are very popular in providing some actions like purchasing tickets or
information about content such as exhibits in check information in an autonomous way 24
museums and art galleries. hours a day. Beside the guidelines regarding
software or other web-based technologies,
There is no specific national or international designers of terminals have to consider
law regarding the design of accessible Apps, several recommendations concerning
although there are guidelines for improving design and placement in the environment
customers experiences when accessing web in order to allow a comfortable approach
content from mobile devices2. and interaction to the device for everybody.

2. See Web Accessibility Initiative World Wide Web Consortium, Mobile Accessibility, available at http://www.w3.org/WAI/mobile/

16 UNWTO Recommendations on Accessible Information in Tourism

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Specific guidance includes the following: When the device has a touch screen
interface it should also include a voice
Terminals must have operable parts and guide that indicates the steps or provide
displays at heights and inclination allowing an alternative input system.
them to be used by people of different
heights. They must include a free space IT terminals must have visual and audible
in front of and below the terminal to let ways to communicate the procedures for
people in wheelchairs approach. use. If there is a voice guidance system,
there must also be an induction loop.

Displays must be placed avoiding
reflections, solar glare, artificial lighting or
street lighting. They should also have a
good internal light which does not flash or
blink.

Controls, such as keyboards and card

entry systems, must be designed so that
they have an adequate size avoiding the
use of strength and manoeuvrability.
Functional keys must also have raised
marks or Braille and good contrast.

UNWTO Recommendations on Accessible Information in Tourism 17

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G. Signage
Whenever a tourist is navigating through an
unfamiliar environment, signage is a tool that
enables them to orientate themselves without
help. It is therefore important to design signage
in accordance with access requirements
in, for example, maps, directories, tactile
routes on pavements, information screens
and exterior signage. Although there isnt
an international standard regarding signage,
there are some useful recommendations on
signage outlined in Module II of the UNWTO
Manual on Accessible Tourism for All:
Principles, Tools and Good Practices from
which the following summary is taken:
18 UNWTO Recommendations on Accessible Information in Tourism
Use matt and durable materials making
sure it is well lit.
Use homogenous design of signage in
the same environments to facilitate them
being perceived by users.
Consider the size and height of the signage
depending on the distance at which they
are going to be viewed.
Make sure the information is provided
with enough contrast and adequate
background.
Use standard pictograms to allow signs
to be understood by a large number of
tourists.
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Include clear images to explain important

information.

Whenever the signage is placed in an

approachable area, make sure there are
no obstacles to reach them.

Consider including alternative formats,

such as raised letters and Braille, to help
navigation or provide alternative systems
of orientation, such as geo-location and
smart navigation systems.

UNWTO Recommendations on Accessible Information in Tourism 19

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Annex
Reference Notes
AbilityNet (2015), Producing accessible
materials for print and online (online), available
at: www.abilitynet.org.uk (26 November 2015).
Gil Gonzlez, S. (2013), Cmo hacer Apps
accesibles, Serie Infrmate sobre, Centro
de Referencia Estatal de Autonoma Personal
y Ayudas Tcnicas CEAPAT, Madrid (online),
available at: www.ceapat.es (27 November
2015).
20 UNWTO Recommendations on Accessible Information in Tourism
National Disability Authority (2013), Electronic &
Web Based Communication, Universal Design
Toolkit for Customer Engagement, Centre for
Excellence in Universal Design, Dublin (online),
available at: www.universaldesign.ie (26
November 2015).
National Disability Authority (n.d.), Public
access terminals, Irish National IT Accessibility
Guidelines, Centre for Excellence in Universal
Design, Dublin (online), available at: www.
universaldesign.ie (27 November 2015).
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National Standards Authority of Ireland (2012), World Tourism Organization (2015), Manual on
SWiFT 9:2012 Universal Design for Energy Accessible Tourism for All: Principles, Tools and
Suppliers, NSAI, Dublin. Good Practices, Module II: Accessibility Chain
and Recommendations, UNWTO, Madrid.
Web accessibility in Mind (2015), Fonts, 24
September 2013, Center for Persons with
Disabilities, Old Main Hill (Utah) (online), available
at: www.webaim.org (27 November 2015).

Web Accessibility Initiative (2014), WCAG 2

at a Glance, World Wide Web Consortium
(online), available at: http://www.w3.org/WAI/
WCAG20/glance/ (27 November 2015).

UNWTO Recommendations on Accessible Information in Tourism 21

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For more information on UNWTO activities in the sphere of

Accessible Tourism for All, please contact
Ethics and Social Responsibility Programme.

Tel: +34 91 567 81 71/2

E-mail: ethics@unwto.org
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www.unwto.org
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